Messaging App Marketing and Advertising: a Conversation with eMarketer

07.31.2017

DigitasLBi’s Liz Cole, VP/Director, Social Strategy, recently spoke with eMarketer for their Messaging App Marketing and Advertising report. Below are excerpts from that conversation, and from the report:

Generating leads is a goal of many marketers using Messenger, but at this point it’s more of an adjunct to another objective, such as brand awareness or customer experience, than the primary goal.

However, marketers of considered-purchase products, such as appliances or automobiles, are testing ways to generate leads via Messenger. Instead of filling out a form on a website, subscribing to an email list or using web-based chat to get more information, a Messenger user can get answers to their questions and then, with a simple tap on the Messenger screen, agree to take a next step.

For DigitasLBi’s clients that sell home appliances, “we feel that a well-deployed Messenger bot could significantly shorten the path to a retailer and then to the checkout line,” said Liz Cole, vice president and director of social strategy at the company.